The collection, which is named after Temperley's home county, took eleven times the sales usually seen for a brand launch in just one day as well as hitting its weekly sales targets by mid afternoon on the day of its launch, Tuesday September 4.

Of the total sales, 56 per cent were completed online, with half on the online allocation of the £999 shearling coat being sold on the day of the launch, despite the 24 degree temperatures that much of the UK were experiencing at the time.

"Alice and I are thrilled by customers' enthusiasm for the
Somerset by Alice Temperley
brand. These levels of sales for a brand launch are totally unprecedented at John Lewis," said the retailer's head of buying, Jo Hooper. "We can't wait to unveil the second phase of the AW12 collection in late September and are excited by what Alice has developed for SS13 as we build on the Somerset by Alice Temperley brand for seasons to come."

A second drop of Somerset by Alice Temperley, comprising jacquard knits, leather trousers and pieces for the forthcoming party season, such as embellished tops and beaded full length evening gowns, will hit John Lewis shops and
www.johnlewis.com
in early October.